When the Patriots take on the Broncos on Sunday in Denver, Tom Brady and Peyton Manning will have more than the AFC Championship and a shot at the Super Bowl at stake.
Both quarterbacks earn millions of dollars in endorsements. But no one may have more to lose in terms of his future marketing potential than Manning, experts say.
"If the Patriots win, Manning will have the stigma of his inability to close the deal and win the big one," Doug Quintal, senior executive in residence at Emerson College's Marketing Communication Department, said, noting that Brady has won three of his five Super Bowls, whereas Manning has won only one of his two. "He's been the bridesmaid every time but once. And while that might not affect his existing endorsements, I don't know if he gets any new ones if he loses."
At 37, Manning is also a year older than Brady. And although Brady's annual $31.3 million in salary and winnings as of last June was nearly double his Broncos counterpart's $18 million, according to Forbes Magazine's 2013 list of the world's highest paid athletes, Manning earned $12 million in endorsements to Brady's $7 million, making them a key part of his overall earnings.
"Both Brady and Manning have well-established brands, but Manning has the stronger of the two because he does so many more endorsements," said Robert Rosenthal, who teaches marketing communication at Suffolk University. "For future marketing — once he retires — Manning has more to lose. ... It would be nice if he had the cache of having another Super Bowl ring."
In the short term, if Sunday's game is one for the ages, both men's images and legacies stand to be enhanced, said Marc Ganis, president of the Chicago-based consulting firm SportsCorp.
If the game turns into a blowout, however, Manning has the "most to gain and the most to lose," Ganis said.
"The reason is because the expectations for the Patriots are so low, and the expectations for the Broncos aren't," he said. "More than 25 percent of the Patriots' salary cap is on injured reserve. ... They're simply overachieving."
Neither quarterback will necessarily gain any endorsements based solely on the AFC Championship, Ganis said. However, if either Brady or Manning goes on to win the Super Bowl, things could get interesting.
"If one or the other wins the Super Bowl, their price goes up and their legacy goes up," he said. "Off of the AFC Championship, that won't necessarily happen."
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